| abstract |
| Background The rapid development of digital technology is demanding new innovation in brand marketing strategy. Based on generation AI technology technology technology technology, is injured as a tool manufacturing, such as production, providing personalized experience and personalized experience. This study aims to identify limitations and problems in domestic markets and abroad by comparing the limitations in domestic market, and to solve it.
Methods Research was conducted centering on major cases of domestic and abroad (SK Telecom), Han Yoo Ah-ah (SK Telecom), Han Yu Ah-na (SK Telecom), Han Yu Ah-dong) was conducted. Case analysis analyzed various reviews, economic sustainability, economic sustainability, consumer response, consumer response, consumer response, consumer response, consumer response, and ethical responsibility.
Result Overseas cases outperformed domestic cases in terms of various contents and elaborate storytelling, securing economic sustainability, and delivering ethical messages. On the other hand, in the domestic case, limitations such as one-off campaign-oriented content, consumer target groups, and lack of economic performance were found.
Conclusion This study proposed strategic directions such as content diversification, storytelling enhancement, technological development, consumer target audience expansion, ROI improvement, and ethical responsibility enhancement to compensate for the limitations derived from domestic virtual human use cases. |
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| Key Words |
| 생성형 AI, 버추얼 휴먼, 콘텐츠 마케팅, Generative AI, Virtual Human, Content Marketing |
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